Why It’s a Bad Idea to Only Create Content for Your Specific Target Audience – Whiteboard Friday

Posted by randfish

Knowing what content to create is one of a marketer’s most difficult jobs. It’s all too easy to imagine your target audience and what they already appreciate, then create more of that. In today’s Whiteboard Friday, Rand discusses why that’s a bit short-sighted, and we should have a broader vision.

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Video Transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This one comes to us via submission from email. This is a question from Michael Cassatt. He wanted to know, since he’s working on a content strategy, working on a new blog and having conversations with his manager and his team about, “Hey, should we be writing only extremely focused, narrowly focused content for our specific target audience, or should we be trying to branch out and broaden so that we can reach a bigger audience or a new audience?”

I think this is a fair question, a great question that happens all the time in content strategy and actually in link building strategy discussions around the SEO and content world. So I think it’s actually … Read the rest

September 2, 2016  Tags: , , , , , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

What’s it Take to "Go Viral?" 11 Traits to Give Your Idea Wings

Posted by mattround

Before joining Distilled I worked for UsVsTh3m, an experimental Trinity Mirror project, where we created hundreds of games, quizzes and daft “toys.” We had unprecedented freedom to try out new interactive formats, learning a great deal about what works… and what doesn’t.

The key to success was “viral” traffic. You’ve probably heard the term bandied about in reference to something popular, and might even have rolled your eyes; it’s a much-abused buzzword.

The idea is that online word-of-mouth can drive exponential traffic growth and broad media coverage with little or no traditional promotional support, but achieving this requires a certain way of thinking. This article focuses on interactive content, but many of the same principles will apply to other formats.

The viral life cycle

It’s useful to aim for interactive content to be…

  1. Clickable — When someone sees a link and description (on social media or a site), it seems compelling enough to take a look.
  2. Playable — The visitor sticks with it and finds it enjoyable or interesting.
  3. Shareable — There’s a strong urge to tell others, often involving the visitor sharing their individual result/score.

You usually need all three aspects to be strong … Read the rest

February 1, 2016  Tags: , , , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

Content Marketing: How To Sell Executives On The Idea & Cost

how to sell content marketing to executives

What Is Content Marketing?

Content marketing is the process of publishing content that helps to engage or entertain a prospect and then move them into the sales funnel. Content marketing isn’t necessarily new, however, over the last few years it has become more popular with all types of online marketers mostly because of the engagement it creates and the ROI that it generates for businesses of all sizes.

Kapost and Eloqua recently put together and published a study on the cost and ROI of content marketing in which they share some very eye opening statistics that should catch the attention of all types of marketers, online and offline. Content marketing, when executed over a long period of time (36+ months) yields three times as many leads, dollar for dollar, when compared to paid search. The reasoning for this is because once you have built your own audience and community, you don’t have to pay for it anymore and your ROI goes through the roof (as seen in the image below).

content marketing benefits

The problem for most businesses is, that content marketing is super expensive and it is really hard to justify the expense today for a return in three years. In … Read the rest

June 27, 2012  Tags: , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments



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